The issue includes Lynda’s beauty secrets, favourite recipes and a special column looking back to the 70s era. Other features include a ‘Time of my Life’ 1974 special, 70s inspired ‘Fashion We Wore’ and entertainer Roy Hudd’s memories of the decade.
The fortnightly magazine was launched in 1974 as a newspaper by the charity Help the Aged (now Age UK) and was originally distributed by volunteers via clubs, day centres and churches. In 1988 the title was bought by Emap who turned it in to a monthly magazine incorporating the key editorial pillars of friendship, information, laughter and support. In 2007 Yours moved to its current fortnightly format and last week it recorded a market-beating performance and period-on-period increase (+0.5%), say the publishers. Such is the success of the title that versions are now published by Bauer Media in Germany, Poland and Australia.
Previous editors include Neil Patrick who edited the magazine from 1988-2004 and Valery McConnell who held the position from 2004-2013, since then Sharon Reid took over as Editor having worked at the magazine for 25 years.
Crucial to the brand’s success is a deep emotional connection with its 50+ readers every fortnight, says Bauer Media. This connection has enabled the Yours brand to continue to expand into every aspect of its readers’ lives from events to retirement services to shopping to dating and, more recently the launch of yours.co.uk, a new and improved digital home for the magazine.
Campaigning remains an important part of the Yours identity, in 1993 60,000 readers signed a petition for pensioners to be given a fairer deal on TV licences and in 1995 the brand launched the Pensioners’ Charter, which included a plea for reduced bus fares for older people. In 1996, Yours spearheaded Age in Action week, to raise funds for various charities and in 2005 Yours Carers in Touch was launched, a free support group that still provides a lifeline to many. In 2011 the magazine campaigned for better treatment of older patients in hospital and sent hundreds of letters and emails to the then Health Minister, Jeremy Hunt who later said the campaign had helped form the NHS Friends and Family initiative.
Guest Editor Lynda Bellingham commented: “Being invited to edit this special edition of Yours has made me feel as if I’m celebrating my own 40th birthday all over again! The reason I so enjoy writing my column for Yours is that I feel I am talking to like-minded people who have shared all the same experiences over the years. It’s like being part of a club and that’s such a nice feeling. Obviously over the last year, since being diagnosed with cancer, I’ve been completely overwhelmed by readers’ kindness and sensitivity but that hasn’t made me biased. As a reader myself, I feel Yours really tries to reach out to find interesting stories. I’ve so enjoyed being involved in putting this issue together.”
Editor Sharon Reid added: “I'm so proud to be the editor of Yours in the year that we celebrate our 40th birthday. Yours is such a unique magazine and it's the close bond that we have with our readers that make it so very special. Caring and sharing was at the heart of Yours when it first launched and we stay true to that today. Our readers are central to everything we do; we celebrate their passions, offer advice and inspiration, share memories and laughter with them and campaign on their behalf. Our success is dependant on our core philosophy ‘for you, by you, with you’.”
